Sunday, March 23, 2008

JuiceBlendz.Com Blows It - The Insanity of Image Advertising

It still amazes me to see companies just THROWING money away on image/brand advertising.

Most recent example....

Last night Peggy and I go to the NHL hockey game at Fort Lauderdale's Bank Atlantic Center, 18,000 people in attendance. Arrive at the arena and each seat has an empty styrofoam drink cup in the seat's drink holder.

We sit down, pick it up, and look at the cup. It's colorful on the outside and says something like "Juice Blendz Smoothies".

I look inside the cup, surely expecting to find a 50% off coupon or some other response device. Nothing.

I look on the outside of the cup again. Maybe there's some print "Bring in to store for free smoothie".


I have to really look hard simply to find any useful information at all. Finally way at the bottom in small type I see "JuiceBlendz.Com". That's it.

Wonder how much JuiceBlendz spent on this promotion? One thing is for sure - whatever they spent, they'll never be able to quantify their ROI.

If they'd added a simple direct response device, they could have done that - and they'd have meaningful data for improving future campaigns based on the results. And they could have collected email addresses too, by driving their prospects to a website.

Instead, today they have nothing but a vague idea that they spent some money on a campaign.

It reminds me of the classic line... roughly this...

"50% of my advertising budget is money well spent, and 50% isn't. Problem is I don't know which 50% is which".

1 comment:

Judith said...

Charlie - go get 'em re: ignorance about marketing and advertising! As former psychotherapists, when my husband and I started marketing online, we had to learn marketing the hard way - trial and error - and more trial and error! Kids should have to learn about marketing starting early in elementary school!
Judith Sherven